Welcome to IMpulse - The Influencer Marketing Podcast, hosted by Prateek Panda of Phyllo. We talk to the best and brightest in influencer marketing to hear their stories and share their experience, creating meaningful and engaging conversations that provoke, educate and inspire.
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Welcome to IMpulse - The Influencer Marketing Podcast, hosted by Prateek Panda of Phyllo. We talk to the best and brightest in influencer marketing to hear their stories and share their experience, creating meaningful and engaging conversations that provoke, educate and inspire.
How Obviously Built a 200,000+ Creator Network (Backed by WPP)
IMpulse - The Influencer Marketing Podcast
25 minutes
5 months ago
How Obviously Built a 200,000+ Creator Network (Backed by WPP)
Welcome to S3E012 of IMpulse, the Influencer Marketing Podcast — brought to you by Phyllo.
👀 See what you can build with Phyllo: https://www.getphyllo.com/?utm_source...
In this episode, we’re joined by Mae Karwowski, Founder & CEO of Obviously — one of the most tech-forward influencer marketing agencies globally, now backed by WPP. Mae has scaled Obviously from a bootstrap startup to a global agency that runs campaigns with over 200,000 creators for top brands like Google, Amazon, Ulta Beauty, and Facebook.
We dive into how Mae built an AI-driven engine to vet creators at scale, how Obviously balances brand safety with creative freedom, and what brands must know to navigate creator partnerships in 2025. From building tech in-house to pioneering performance-driven influencer strategies, Mae unpacks what scalable influence really looks like today.
🎯 Key Topics Discussed:
1. How Obviously scaled to 200K+ creators & runs global campaigns
2. Why influencer vetting is the new hygiene factor
3. How to define “brand-safe” creators in 2025
4. What brands get wrong about creator risk & censorship
5. The “tightrope” of aligning creator authenticity with brand compliance
6. Why AI + humans is the future of influencer background checks
7. Vetting performance vs personality — where to draw the line
8. Micro-influencers vs Celebrities: Who drives more trust?
9. How creators can future-proof their brand partnerships
10. What’s next for influencer marketing compliance
IMpulse - The Influencer Marketing Podcast
Welcome to IMpulse - The Influencer Marketing Podcast, hosted by Prateek Panda of Phyllo. We talk to the best and brightest in influencer marketing to hear their stories and share their experience, creating meaningful and engaging conversations that provoke, educate and inspire.
